Anyway, last week, I attended the 6th annual Digital Pharma East conference, put on by the fine folks at ExLPharma.

I think I’ve been to all of them – maybe I missed one? – but it’s pretty interesting to reflect back on what the event looked like a few short years ago. In the earliest years, I decided to live-blog the event, which was unheard-of in the industry. Would my laptop and I get arrested for real-time pharma updates?? Now, just about everyone has a tablet or laptop, and we’re increasingly living this digitally-connected reality that once we were only talking about.

Refreshingly, we finally seem to be past yammering over our Phase 1 Problems (P1P) – whether or not we even should participate in social media; what to do about off-label discussions; can (or should) we even be on Twitter; etc. This year, discussions were more focused on practical doing, and less on regulatory hand-wringing. That’s refreshing.

The event was attended by over 600+ folks – a pretty stellar attendance number – and it ran over 4 days. The first day was pre-event workshops; the next 2 days were the main event; and Thursday was Mobile Day. Chairing the event were two pharma digital veterans, Batman and RobinShwen Gwee and Marc Monseau (each formerly worked inside pharma companies, both now on the agency side).

I like to give high-level summaries of events like this, so here is my string of thoughts and observations:

1. Digital Pharma East was well-planned and well-run. Bryon, Jayson, Jason, Warren, and the whole team did a solid job organizing, and were constantly circulating to make sure things stayed on track. Kudos to the ExL Pharma group.

Random thought: good food really does help the mood at an event.

2. The exhibit hall was packed with some pretty interesting vendor/providers – and I’m pleased to observe that we’re finally beginning to move from first-generation iPad apps (the one-off approach) to more robust system-level platforms. I have some definite opinions about this, and for pharma/biotech/device companies who are looking to do a digital technology audit and roadmap, I can help you with recommendations (commercial plug for my client-vendor matchmaking service).

Random thought: Having the meals and social events in the exhibit hall is smart. Also, if you’re going to give out water bottles, make really cool ones, like Klick Health did! —>

3. The social media backchannel (Twitter) was quite active during the entire event, with good participation from folks who were not physically present. However, live audience participation was somewhat muted, and this is a matter of concern – part of it, I suspect, was due to the lighting (audience in darkness), but also, we’re simply not effectively incorporating audience interaction strategies. Passive listening joined to a few minutes of Q&A at the end of a talk is so 2005. We need to do better here.

Random thought: Do not put unreadable type on your slides and expect the audience to be OK with it. That transgression lights up the Twitterstream!

Random thought: Along with industry expertise, it’s always nice to have a sprinkling of speakers from outside the industry at any event. New perspectives are generally quite helpful!

5. For me, and I believe for many attendees, the two most striking talks were back-to-back on Wednesday – Sinan Aral took us to school on the topic of Social Networks, Viral Hype and Big Data – Distinguishing Hope from Hype with Science. This was followed by the personable and entertaining James Musick of Genentech with a session on Social Engagement & Brands, talking about a unique digital/social experiment they did exposing people to genetics. Great stuff.

Random thought: It’s always a good idea to have some presenters who know how to have a bit of fun, especially if accompanied with an accent – like John Pugh of Boehringer!

6. Mobile Day was a reinforcement of a message that still seems to be very slowly sinking in – mobile is the new normal, and we are woefully behind as an industry even in the most basic stuff like having mobile-ready public-facing websites. This is truly the low-hanging fruit for digital development in pharma. We had sessions underscoring the tensions between centralized site development (to deal with multiple mobile platforms) vs. platform-specific creativity, and the main message here is that all of these details are still quite in flux. But mobile/smartphones/tablets are going to predominate, and it was refreshing to hear at least one speaker advocate for the approach of developing for mobile FIRST, then worrying about a “desktop” version. In my opinion, that’s the only approach that makes any sense if we understand current trends correctly.

Random thought: Presenting to doctors via iPad is not necessarily intuitive – training is necessary (this is also true of facilitating virtual classrooms, etc. – don’t assume that the same skills carry over!)

7. I did lead one magical session/discussion on The Future of Digital/Social/Pharma/Life, encouraging people to skate to where the puck is going when it comes to our new world of People (24/7 human connectivity), Pockets (mobile), and Pipes (data streams from devices and information stores). I think that many are still not aware that networks of things, information, and people are rapidly converging; and that forces of disintermediation/new-intermediation are changing our culture wholesale in ways that will totally re-shape business.

Random thought: Photoshop can make any presenter into a plasma-tossing superhero!

Come mid-February, I’ll be attending the IIRUSA ePharma Summit conference (providing blog coverage, and speaking on a panel). Great lineup of folks presenting. Here’s the link that tells you all about it – let me know if you’re attending and we’ll meet up! PLUS, if you register using the code XP1406SW, you can save 20%!

The 7th annual ePharma Summit took place at the Ritz-Carlton/Philadelphia on Jan. 28-30. The first day was for pre-conference workshops. The event is put on by IIR (who did a fine job organizing and running it), and it was very well attended (between 200-250 registrants).

I attended the first full conference day (29th), but was called out of town for the second day, unfortunately. There was a an interesting lineup for that second day; here is an excerpt from a review of the lunchtime address by Steve Case (co-founder of AOL, now head of Revolution Health):

Steve Case, chairman and CEO of Revolution Health and co-founder of AOL, yesterday lamented pharma’s hesitation to embrace interactive and inject a greater share of promotional budget into online initiatives.

“It is astonishing to me how under-invested this industry is in digital media,” Case told delegates at the 7th annual ePharma Summit in Philadelphia. “This is crazy.”

I have a fascination with digital media, and enjoy marketing, so I try to keep my finger on the pulse of this part of our world. And I share the frustration of Mr. Case. Our highly regulated industry makes it very difficult to take full advantage of the rapidly-evolving and collaborative web.

Nonetheless, some companies are dipping their toes in the water. Here are a few tidbits extracted from the Tuesday talks:

– Microsoft is trying to address the gnarly problem of on-line storage of, and access to, private health information (through technology called the Microsoft HealthVault). This is a huge and complex undertaking.

– Here was an interesting rule of thumb given out for funding innovative methods – use 70% of the marketing budget for proven means; 20% to improve current means; and 10% to do experimental stuff

– J&J apparently has a “tax” on its marketing budgets – a percentage goes into a “pool” for innovative approaches, and operating companies apply for those funds by proposing new ideas. These innovative approaches have to include measurement of results, and lessons learned are to be shared across the J&J family.

– A few companies are successfully using text messaging for compliance and/or marketing.

– A few companies have begun to experiment with YouTube-type user-generated media. This one (about RLS) was not user-generated, but it is creative and fun.

A number of the talks, however, were not particularly thought-provoking – standard platitudes about determining brand objectives, listening to customers, trying to do new things, gaining trust, etc. etc. And some of the speakers had appallingly bad slide designs – hey folks, Powerpoint has been around a long time, and it should be common knowledge by now that light green, yellow, and faded grey really don’t show up well on screens when projected!!

Over lunch, I enjoyed speaking with someone who has mainly worked with creative marketing endeavors outside of pharma, and we commiserated about the conservative nature of an industry so highly regulated and scrutinized. Oh, well, digital marketing will rush forward regardless, and pharma will slowly adopt whatever it can in due season!

Welcome!

Steve Woodruff
President, Impactiviti

Testimonials

“Steve Woodruff is one of the most “networked” people I’ve found in pharmaceutical training. His communications are always smart and targeted, and I value his professional partnership.” -Jennifer Zinn, Director, Worldwide Marketing, Clinical Laboratory, Ortho Clinical Diagnostics